Cart Abandonment Email Checklist
Peter Fraher
I help business owners unlock their website's potential to drive measurable growth, without wasting time or money. Author: Optimising the Invisible
Even with a high-performing site, cart abandonment is inevitable. But the good news? It’s also a massive opportunity. Did you know nearly 70% of carts are abandoned? With the right email strategy, you can recover a significant portion of those lost sales.
Here’s a simple checklist to make sure your cart abandonment emails are firing on all cylinders:
1. Personalised Subject Line
[✅] Include the customer’s name or reference the product they left behind. Example: "Forgot something, Sarah? Your cart is waiting!"
2. Highlight the Products
[✅] Include clear images, names, and prices of the items left in their cart.
[✅] Make it easy to click back to the checkout page.
3. Clear Call-to-Action (CTA)
[✅] Use action-driven text like “Complete Your Purchase” or “Get It Before It’s Gone.”
[✅] Place the CTA above the fold and repeat it in the email.
4. Address Objections
[✅] Offer a discount, free shipping, or easy returns to overcome purchase hesitations.
[✅] Add customer reviews or testimonials for reassurance.
5. Create Urgency
[✅] Mention limited stock or a deadline: “Your cart will expire in 24 hours!”
6. Use a Follow-Up Series
[✅] Send at least 2-3 emails:
Email 1: Gentle reminder within 1 hour.
Email 2: Highlight benefits or incentives within 24 hours.
Email 3: Create urgency or a last-chance offer within 48 hours.
7. Mobile-Friendly Design
[✅] Ensure emails are easy to read and navigate on mobile devices.
[✅ Use large buttons for CTAs.
8. Include a Clear Support Option
[✅] Add a link to FAQs or a chat/email support option to address concerns.
9. Use Dynamic Content
[✅] If they’ve browsed other products, suggest complementary items or upgrades.
10. Test & Optimise
[✅] A/B test subject lines, email designs, and CTA placements to find the best performers.
💡 Pro Tip: Combine cart abandonment emails with SMS follow-ups for even higher recovery rates.
Are your cart abandonment emails doing all they can to bring those sales back?
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